Culligan International Co., Northbrook, Ill., will bring back the Culligan Lady and her "Hey, Culligan Man!" cry as part of the company's $8 million ad effort this year. It's the first major use of the character for the water treatment company in more than a decade. TV, radio and outdoor are on the schedule, via Grant/Jacoby, Chicago.
SunAmerica Inc., a Los Angeles-based financial services marketer, Sunday begins an $8.5 million, six-month TV and print campaign with an aggressive message to people ages 45 to 64 to set aside savings for retirement. The first campaign from Asher/Gould, Los Angeles, uses the line "Look to the Sun" and will appear on major sports network broadcasts, news shows and in magazines.